2021 Social & Influencer

BOVRIL, SAVE THE SEASON

TitleBOVRIL, SAVE THE SEASON
BrandBOVRIL
Product/ServiceBOVRIL, MEAT EXTRACT PASTE
Category B01. Community Management
Entrant OLIVER London, UNITED KINGDOM
Idea Creation OLIVER London, UNITED KINGDOM
Credits
Name Company Position
Rod Sobral OLIVER / U-Studio Global Chief Creative Officer
Andrew Tuffs OLIVER / U-Studio Creative Director
Marc   Hatfield OLIVER / U-Studio Creative Director
Catriona Collins OLIVER / U-Studio Executive Strategy Director
Alex Port OLIVER / U-Studio Senior Project Manager

Why is this work relevant for Social & Influencer?

A social idea for Bovril social channels. We even created a tone for the community manager to converse and respond.

Background

Bovril is authentically linked to football in the UK. Drunk by fans at stadiums around the nation. Known as a 'Proper Football brew'. Bovril has been warming the terraces since 1886. We wanted to use this product and consumer truth to reinvigorate consumer love for an iconic British brand.

Describe the creative idea (30% of vote)

The creative approach was to respond to trending moments in the UK football season with our More Beef, Less Bull tone. We created a look and feel and used UK football-based language to respond to the moments that matter most to the fans. Our creative team worked closely with our Community Managers to be super reactive and insightful.

Describe the strategy (20% of vote)

The football season was upon us again, only this time with a difference. It will take place behind closed doors. No fans. No songs. No banter. No pies. NO BOVRIL. The real loser in this scenario is the grass roots supporter. The kind who turns up to Stoke away on a cold Tuesday evening. Well, we wanted to save their season and give them the songs, banter and Bovril that they craved. We wanted to celebrate the no nonsense fan that knows their Arsenal from their Accrington Stanley.

Describe the execution (20% of vote)

A socially led campaign that gives Bovril a presence/voice within the game of football. Being super reactive to key moments within the football calendar. We created a Bovril tone in which to respond - MORE BEEF, LESS BULL. And we also created a new, fresh design system for the brand.

List the results (30% of vote)

Bovril grew +14.9% sales value in the 12 weeks following the campaign vs the same time the previous year, driven by new users coming into the brand.